With more companies connected to the web than ever before, B2B online marketing budgets are expected to rise yet again during 2011, according to a new survey conducted by BtoB Online.
Overall, 51.9 percent of B2B firms plan to spend more on marketing this year. For the majority of respondents (78.5 percent), online will be their primary focus, with many forecasting a double-digit growth for their marketing expenditures.
"More and more we are going interactive; but for our integrated campaign, kicking off a new company, we are definitely going to use print," said Eduardo Conrado, senior vice president and chief marketing officer of Motorola Solutions, highlighting the importance of multichannel marketing initiatives.
The majority of campaigns will be centered on customer acquisition (69.1 percent), although brand awareness and customer retention are also top goals for many firms.
Search marketing was the leading channel in 2010, with many firms investing heavily in both B2B search engine optimization and paid search strategies. During the first half of the year alone, businesses in the USA spent more than $5 billion on search marketing initiatives, according to the Interactive Advertising Bureau.
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